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The authors explore neuro-enhanced reality (NeR) as a novel approach for enhancing service communication between customers, frontline employees, and service organizations that extends beyond current state-of-the-art approaches based on augmented reality (AR) and virtual reality (VR) technologies.

The authors first take stock of research on reality-enhanced service communication with AR and VR, then complement these insights with emerging neuroscientific research to conceptualize how NeR enables innovative forms of service communication. On this basis, the authors develop a research agenda to guide the future study and managerial exploitation of NeR.

AR and VR already offer unique affordances for digital-to-physical communication, but these can be extended with NeR. Specifically, NeR supports neuro-to-digital and digital-to-neuro communication based on neuroimaging (e.g. controlling digital content through thought) and neurostimulation (e.g. eliciting brain responses based on digital content). This provides a basis for outlining possible applications of NeR across service settings.

The authors advance knowledge on reality-enhanced service communication with AR and VR, whilst also demonstrating how neuroscientific research can be extended from understanding brain activity to generating novel service interactions.

The purpose of this research is to examine a downstream social marketing program that slows the typical decline in functional fitness and independence of adults over 55 with particular attention to the ROI and the efficiency of the program.

Within subjects quasi-experimental design.

The ExerStart program is cost-efficient and effective delivering an ROI of 33 per cent. The participants of the ExerStart social marketing program significantly improved functional fitness. Further, this program demonstrates that this result may be achieved with just four exercises rather than six.

A successful, cost-effective, high-retention social marketing program is outlined for social marketers who aim to increase the functional fitness and independence of adults over 55 years.

Two societal benefits, the first is that it provides direction about how to efficiently prolong the independence of adults over 55 years, and the second is that it decreases pressure and costs on the healthcare system. This may be useful for policy makers and social marketers alike.

The authors contribute to the literature in two important ways. First, this paper details a cost-effective intervention that improves the physical fitness of a significant and growing portion of the community and suggests additional considerations for future ROI calculations. Second, this paper contributes methodologically by introducing the senior fitness test (a new criterion-referenced clinically relevant physical fitness standard specifically developed for seniors).

This paper aims to explore the current and future roles of augmented reality (AR) as an enabler of omnichannel experiences across the customer journey. To advance the conceptual understanding and managerial exploitation of AR, the paper aims to synthesise current research, illustrating how a variety of current applications merge online and offline experiences, and provides a future research agenda to help advance the state of the art in AR.

Drawing on situated cognition theorising as a guiding framework, the paper reviews previously published research and currently deployed applications to provide a roadmap for future research efforts on AR-enabled omnichannel experiences across the customer journey.

AR offers myriad opportunities to provide customers with a seamless omnichannel journey, smoothing current obstacles, through a unique combination of embedded, embodied and extended customer experiences. These three principles constitute the overarching value drivers of AR and offer coherent, theory-driven organising principles for managers and researchers alike.

Current research has yet to provide a relevant, conceptually robust understanding of AR-enabled customer experiences. In light of the rapid development and widespread deployment of the technology, this paper provides an urgently needed framework for guiding the development of AR in an omnichannel context.

The purpose of this paper is to achieve a collective understanding of the capabilities required for digital procurement transformation (DPT).

The authors contextualize theory about dynamic capabilities (DCs) to integrate the fragmented body of literature on procurement digitalization by means of a systematic literature review (SLR). By extracting and clustering capabilities, as well as proven performance outcomes from existing literature in the field, the authors develop a conceptual model of the DCs required for DPT.

The authors first introduce and define DPT and the corresponding motivations that trigger firms to invest in advanced digital technologies. Second, by adopting the DC lens, the authors provide an overview of nine microfoundations required for DPT and highlight the strategic options procurement leaders can use when strategizing about adopting combinations of digital technologies. Third, the authors present a future research agenda on DCs for DPT.

The developed conceptual model must be verified and enhanced through further empirical research.

The conceptual model can be used by procurement leaders as a starting point and framework when strategizing about digitally transforming the procurement organization.

The study is the first to synthesize previous research findings on procurement digitalization through an SLR in order to develop a fine-grained conceptual model that supports practitioners and researchers alike in better understanding the capabilities required for and potential performance outcomes of DPT.

Augmented reality (AR) has emerged as a new interactive technology, swiftly transforming the field of marketing. Driven by its rapid uptake in marketing practices, academic research on AR has proliferated. This study aims to offer a holistic view of the past, present and future of augmented reality marketing (ARM) scholarship by analyzing its current and evolving research profile as well as its social and conceptual structures to inspire further research.

This study enriches the ARM scholarship by integrating a quantitative bibliometric analysis with a chronological-thematic review and a qualitative content analysis to develop a more comprehensive understanding of this novel area and suggest future research courses.

The bibliometric analysis reveals the key performance indicators as well as the social and conceptual structure of the ARM research field. The chronological-thematic review exhibits the advancement of ARM research over time and forecasts the emerging trends for the domain. Finally, the content analysis of recent articles reveals the current research hotspots and provides future research directions.

The database limits the selection of literature, as the information in databases such as Scopus is updated regularly, resulting in alterations in the number of articles and citations.

AR developers and brand managers may use this study’s findings to understand the current ARM landscape better and make strategic decisions based on AR adoption and consumption patterns.

This study is singular in using a mixed methods approach by integrating the findings from bibliometric and content analyses for more reliable results and to offer a holistic perspective of the ARM sector, thereby significantly advancing the field of technology-led marketing.

An effective chemical conditioning technique was successfully tested and investigated to control and minimize the chemistry-related damages within mixed metallurgy steam and water cycle of Heller dry cooled combined cycle power plants (CCPPs), in which cooling water and condensate are completely mixed in direct contact condenser. This study aims to perform a comprehensive experimental research in four mixed metallurgy steam and water cycle.

A comprehensive experimental study was carried out in four mixed metallurgy steam and water cycle fabricated with ferrous- and aluminum-based alloys which have various corrosion resistance capabilities in contact with water. Chemical conditioning was conducted using both volatile and non-volatile alkalizing agents, and, to perform chemical conditioning effectively, quality parameters (pH, conductivity, dissolved oxygen, sodium, silica, iron, aluminum and phosphate) were monitored by analyzing grab and online samples taken at eight key sampling points.

Results indicated that pH was the most critical parameter which was not mainly within the recommended ranges of widely used standards and guidelines at all key sampling points that generally increases the occurrence of chemistry-related damages. The other quality parameters were mostly satisfactory.

In this research, the development of a suitable chemical conditioning technique in mixed metallurgy steam and water cycle, fabricated with ferrous and aluminum-based alloys, was studied. The obtained results in this thorough research work was evaluated by comparison with the chemistry limits of the widely used standards and guidelines, and combined use of volatile and solid alkalizing agents was considered as a promising chemical conditioning technique for utilization in mixed metallurgy units of Heller dry cooled CCPPs.

This chapter elucidates how digital citizenship regimes may be rescaling nation-states. In order to shed light on this phenomenon, the chapter introduces and answers three main research questions to unfold the content of this book as follows: (1) How will nation-states in Europe evolve in the aftermath of the emerging digital citizenship regimes? (2) Against the backdrop of the COVID-19, will the urban age reconfigure the technopolitics of European nation-states through new digital citizenship regimes (Moisio, 2018)? (3) And ultimately, will Europe evolve towards a post-national technopolity from a platform of established nation-states headed for a city-regionalised federal network of nations determined voluntarily and democratically through blockchain (Bauböck & Orgad, 2019; Calzada, 2018a, 2022; Calzada & Bustard, 2022; De Filippi & Lavayssiére, 2020; De Filippi, Mann, & Reijers, 2020; Keating, 2017; Keating, Jordana, Marx, & Wouters, 2019; Orgad & Bauböck, 2018)?

This chapter develops a conceptual taxonomy of five emerging digital citizenship regimes: (1) the globalised and generalisable regime called pandemic citizenship that clarifies how post-COVID-19 datafication processes have amplified the emergence of four intertwined, non-mutually exclusive and non-generalisable new technopoliticalised and city-regionalised digital citizenship regimes in certain European nation-states’ urban areas; (2) algorithmic citizenship, which is driven by blockchain and has allowed the implementation of an e-Residency programme in Tallinn; (3) liquid citizenship, driven by dataism – the deterministic ideology of big data – and contested through claims for digital rights in Barcelona and Amsterdam; (4) metropolitan citizenship, as revindicated in reaction to Brexit and reshuffled through data co-operatives in Cardiff; and (5) stateless citizenship, driven by devolution and reinvigorated through data sovereignty in Barcelona, Glasgow and Bilbao. This chapter challenges the existing interpretation of how these emerging digital citizenship regimes together are ubiquitously rescaling the associated spaces/practices of European nation-states.

The service management literature emphasizes the importance of communication, but language difficulties can make communicating in business settings more difficult. The purpose of this paper is to address consumer willingness to communicate in a second language to identity the antecedents that drive consumer language preferences.

The paper presents the findings from two empirical studies in two multilingual countries with a total of 361 adult respondents.

The findings show perceived control to be the strongest antecedent of consumer willingness to communicate in a second language, and identifies second language skills as an antecedent in countries with little political tensions related to language, while political considerations is a strong antecedent in countries where language use is political.

The studies are limited to countries with more than one official language. While multilingual countries make up around two-third of the world's population, future research could test whether the same antecedents are applicable in monolingual societies.

The findings help managers to understand in which situations consumers may be willing to switch language, and in which situations it is important to serve consumers in more than one language.

The paper is the first to draw upon both the service management literature and the sociolinguistic literature to develop and test a model to explain consumer language preferences. This model may help managers to develop strategies for customer service in multilingual markets.

Northern Ireland (NI) has pervasively been a fragile and often disputed city-regional nation. Despite NI's slim majority in favour of remaining in the European Union, de facto Brexit, post-pandemic challenges and the Northern Ireland Protocol (NIP) have revealed a dilemma: people of all political hues have started to question aspects of their own citizenship. Consequently, this chapter suggests an innovative approach called ‘Algorithmic Nations’ to better articulate its emerging/complex citizenship regimes for this divided and post-conflict society in which identity borders and devolution may be facilitated through blockchain technology. This chapter assesses implications of this dilemma for a city-regionalised nation enmeshed within the UK, Ireland and Europe: NI through Belfast, its main metropolitan hub. The chapter explores digital citizenship in NI by applying ‘Algorithmic Nations’ framework particularly relating to intertwined (1) cross-bordering, (2) critical awareness, (3) digital activism and (4) post-pandemic realities and concludes with three dilemmas and how ‘Algorithmic Nations’ framing could better integrate NI's digital citizenship.